FirstEnergy: Integrated Marketing Campaign

Flipping the switch to clean energy

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Our mission: To spread the word to FirstEnergy’s six-million-plus customers that their energy provider will continue to reliably meet their needs while committing to an ambitious CO2 emissions reduction goal. Our weapon: Facts.

As global climate concerns mount, sustainability is driving consumer perceptions of corporate entities as never before. Ohio-based FirstEnergy sought to communicate its pledge to reduce CO2 emissions by 90% by 2045. They turned to EMA with a challenge to reach typically apathetic customers across six states.

EMA developed a wide-reaching, integrated marketing campaign to convey FirstEnergy’s message that “the switch is on” to clean energy. We used facts and statistics to show customers that their energy provider was doing its part while continuing to provide power they could depend on.

The centerpiece of the campaign was a microsite with a detailed infographic and a video message from the CEO. The microsite gave consumers a more comprehensive look at FirstEnergy’s ambitious goal and its strategy to meet it. A robust social media strategy, as well as ads — online, radio, print and on billboards — pointed consumers to the site.

Results:

218+ million

media impressions

626,000

site visits

In the first 3.5 months, media impressions and site visits both far exceeded benchmarks for cost efficiency and user site engagement. Those exposed to the ads were 16% more likely to agree that FirstEnergy is committed to sustainability.

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Key brand as friend driver: advising

It all comes down to trust. Armed with easy-to-understand stats, FirstEnergy’s customers can clearly understand the company’s environmental commitment and its promise to customers of reliable energy delivery.